Moncler Grenoble has recently attracted the eyes due to its avant garde, extremely creative presentation of the Fall / Winter 2011 snow clothing line. In particular, the ''dance-walk'', and NOT catwalk, event took place at the Grand Central Station of New York. At the main ticket hall area, an uplifting dancing performance led by the Moncler models took place attracting both the passer bys and the worldwide sight as well. The whole fashion performance is based in the crowd-dancing incidents that have been regularly organized and accomplished in public means stations, central city spots where a lot of strangers, after some rehearsals, used to gather and dance in the same way some tracks. This habit became extremely popular after Michael Jackson's passing away; his innumerable fans gathered all around the world and danced to his beats. In a similar way and inspiration, the Moncler models danced to a successful music compilation at the Grand Central Station of New York while wearing and showing off the Moncler snow clothing equipment! The spectators got stuck all around the space to take photos and some ones started dancing , too! This is a fashion show to be surely viewed, well-remembered, copied perhaps or better inspire the rest to leave the catwalks and place their fashion in lower layers, approachable and more interactive areas. The particular event was produced by Villa Eugenie. Thumbs up again and again!!!n*joy :)
After presenting the FOREVER 21 interactive OOH promotion in Times Square where a real model interacted with the passer bys via a giant video wall and also VISA creating its social media space RIGHTCLIQ where members gather , discuss and decide about their shopping, here comes MasterCard with its MARKETPLACE launched in the streets. Digital screens are placed in the streets, out of home media, nearby shopping areas and with detectors and RSS feed mechanisms , they show images to purchase at real bargains targetting thus the walking pedestrians :)
the full article is featured in AdWeek as follow:
MasterCard Takes E-Commerce to the Streets
Retail displays consist of motion sensor-activated screens on which items like purses, laptops and sneakers appear. MasterCard has launched an out-of-home campaign to promote its MarketPlace e-commerce site. The goal? To get consumers' attention both online and offline. The credit card brand has put up storefront ads featuring black-and-white vinyl panels and taglines like "A smarter way to shop online" and "Where bargains find you." The effort, which includes ads in New York, Chicago, Miami and Philadelphia, wraps up this month. The displays, set up in busy retail locations, consist of motion sensor-activated screens on which items like purses, laptops and sneakers pop up when someone walks by. There is also a mobile component: Pedestrians can view the latest offers via MasterCard MarketPlace's RSS feed and e-mail deals to themselves. MasterCard hopes "to capitalize on consumers' dual online-offline shopping behavior by directly placing the MasterCard MarketPlace 'shop smarter' message within the physical, brick-and-mortar shopping experience," said Cheryl Guerin, the company's svp of digital marketing. Storefronts were a "natural channel extension," she said. In addition to the OOH campaign, MasterCard is running TV, print and online ads to promote its MarketPlace business. Digital efforts include tweeting "overwhelming offers," which are "time-sensitive" deals offered daily on the site, Guerin said. The company did not disclose the campaign's cost. It is, however, the first time MasterCard has launched an interactive outdoor initiative to support a larger marketing push. GSD&M Idea City, digital agency R/GA and Inwindow Outdoor worked on the campaign.
MasterCard spent $164 million on advertising in 2009 and $31 million through the first five months of this year, excluding online, per Nielsen.
- Elaine Wong, Brandweek
FOREVER 21 - interactive digital BB @ Times Square - such smart & catchy promo!space150 built this digital billboard for Forever 21's new Times Square store. The sign uses high-def cameras and custom built video software to allow giant models to interact with the crowd in real time - so cool!
http://www.youtube.com/watch?v=ON8jLppE9-s
